Exploring Drivers and Barriers of Green Purchase Behavior in Pakistan: A Qualitative Study

The purpose of this study is to examine the factors affecting consumers' green buying decision in Pakistan. A qualitative research design was utilized, and semi-structured interviews were used for data collection, to rectify these gaps. Thematic narrative analysis was used to analyze the data. Data saturation was reached at 12 participants and a total of 12 participants were interviewed. The data from the interviews were transcribed and analyzed using NVivo software in line with the approach of thematic analysis recommended by Braun and Clarke. The results showed several important themes affecting the green purchase behavior: green consciousness, perceived cost of green products, government policies, product availability, green awareness and attitudes towards environmental sustainability. Themes emerged that served to inform a conceptual framework that can be quantitatively tested in future research. Theoretical contributions of the study include the extension of the Theory of Planned Behavior, which identified context-specific factors in a developing-country context. Moreover, the results have practical implications for policy makers, green product producers and marketers interested in fostering pro-environmental consumer behavior and contribute to environmental sustainability.